Understanding culture. Building brands.
Creating marketing relevance.

  • Workshops Sessions

  • Fractional CMDO

  • Brand Strategy & Marketing Plan

  • Executive Advisory

  • Brand Ambassadorship

Get started

See my practicies

Understanding culture. Building brands.
Creating marketing relevance.

  • Workshops Sessions

  • Fractional CMDO

  • Brand Strategy & Marketing Plan

  • Executive Advisory

  • Brand Ambassadorship

Get started

See my practicies

Marie Dardayrol-Sandevoir

Marie Dardayrol is a CMO and CDO, Brand marketing, Culture & Experience Strategist with over 15 years of experience at L’Oréal Luxury and LVMH, across luxury, fashion, beauty and retail in France and in the USA.

Having worked with brands such as YSL, Armani, Lancôme, Dior Beauty as CMDO France, Etam group as CMDO Undiz and fashion brands, she helps established companies and emerging brands define who they are, understand people, culture and the forces shaping their industries and translate that vision into concrete product offer, consumer experiences, digital business, CRM, media, animation plans and content and influence strategy.

peoples walking on pedestrian lane

A point of view

Brands are cultural systems.

They reflect society, shape behaviours, create communities and influence the way people interact with the world around them.

This is why anthropology plays such an important role in my marketing work.

Understanding people, rituals, aspirations, tensions and cultural shifts is often the starting point of building meaningful brands with a clear point of view.

From there, the product development, the offer architecture, the content creation, the website structure and narrative, and all the commercial activations make sense and are straight forward meaningful and impactful.

Areas of Practice

  • Workshops Sessions

    Workshops are often the fastest way to create alignment between teams, challenge assumptions and introduce new ways of thinking.

    Topics range from brand ambassadorship, cultural relevance, operational 360 marketing, digital animation plan and customer experience to retail, desirability, innovation and growth.

    Each workshop is designed to create a common language, generate actionable insights and support decision-making.

    Get Started

    Format

    Half-day, full-day or multi-day sessions.

    Designed for leadership teams, marketing departments, HR functions and cross-functional groups.

    Typical engagements

    • Executive seminars

    • Leadership offsites

    • Brand culture and marketing workshops

    • Innovation sessionsCustomer experience workshops

    Duration

    From a single one shot session to a series of workshops over several weeks.

  • Workshops Sessions

    Workshops are often the fastest way to create alignment between teams, challenge assumptions and introduce new ways of thinking.

    Topics range from brand ambassadorship, cultural relevance, operational 360 marketing, digital animation plan and customer experience to retail, desirability, innovation and growth.

    Each workshop is designed to create a common language, generate actionable insights and support decision-making.

    Get Started

    Format

    Half-day, full-day or multi-day sessions.

    Designed for leadership teams, marketing departments, HR functions and cross-functional groups.

    Typical engagements

    • Executive seminars

    • Leadership offsites

    • Brand culture and marketing workshops

    • Innovation sessionsCustomer experience workshops

    Duration

    From a single one shot session to a series of workshops over several weeks.

  • Fractional CMO - Chief Marketing Officer

    Brands do not always need a full-time Chief Marketing Officer coming from L’Oréal or LVMH. They do, however, need their senior strategic leadership, while being able to adapt to economic and team reality.

    As a Fractional CMDO, Marie helps companies define priorities, structure teams, align stakeholders.

    Her role can include brand strategy, marketing leadership, customer journey design, content ecosystems, retail experience, CRM, influence, partnerships and growth initiatives.

    The objective is always the same: create coherence, focus and momentum across the organization.

    Get Started

    Format

    1 to 3 days per week.

    Typical engagements

    From 3 to 12 months.

    Marie joins the business as a senior strategic partner, working directly with founders, CEOs and leadership teams to structure and lead brand, marketing, experience and growth initiatives.

    Best suited for companies requiring senior expertise without the need for a full-time executive hire.

  • Fractional CMO - Chief Marketing Officer

    Brands do not always need a full-time Chief Marketing Officer coming from L’Oréal or LVMH. They do, however, need their senior strategic leadership, while being able to adapt to economic and team reality.

    As a Fractional CMDO, Marie helps companies define priorities, structure teams, align stakeholders.

    Her role can include brand strategy, marketing leadership, customer journey design, content ecosystems, retail experience, CRM, influence, partnerships and growth initiatives.

    The objective is always the same: create coherence, focus and momentum across the organization.

    Get Started

    Format

    1 to 3 days per week.

    Typical engagements

    From 3 to 12 months.

    Marie joins the business as a senior strategic partner, working directly with founders, CEOs and leadership teams to structure and lead brand, marketing, experience and growth initiatives.

    Best suited for companies requiring senior expertise without the need for a full-time executive hire.

  • Brand Strategy & Marketing Plan

    Strong brands are built on clear beliefs, distinctive points of view and coherent cultural systems.

    Marie helps brands define and articulate their purpose, vision, positioning, values, personality, visual territories and cultural codes.

    The resulting platform serves as a foundation for communication, customer experience, recruitment, internal culture and future growth.

    Get Started

    Format

    Project-based.

    Typical engagements

    6 to 16 weeks.

    The process generally combines interviews, immersion, audits, workshops and collaborative working sessions before culminating in a platform and implementation roadmap.

    Outputs can include:

    • Brand Platform, manifesto, playbook

    • Visual Territories

    • Customer Experience Plan

    • Social network and content strategy and opérationnal plan

    • Shootings and content creation

    • 360 omnicanal animation plan

  • Brand Strategy & Marketing Plan

    Strong brands are built on clear beliefs, distinctive points of view and coherent cultural systems.

    Marie helps brands define and articulate their purpose, vision, positioning, values, personality, visual territories and cultural codes.

    The resulting platform serves as a foundation for communication, customer experience, recruitment, internal culture and future growth.

    Get Started

    Format

    Project-based.

    Typical engagements

    6 to 16 weeks.

    The process generally combines interviews, immersion, audits, workshops and collaborative working sessions before culminating in a platform and implementation roadmap.

    Outputs can include:

    • Brand Platform, manifesto, playbook

    • Visual Territories

    • Customer Experience Plan

    • Social network and content strategy and opérationnal plan

    • Shootings and content creation

    • 360 omnicanal animation plan

  • Executive Marketing Advisory

    Marie works as a sparring partner alongside founders, CEOs and leadership teams as a strategic advisor, helping them navigate key decisions related to brand development, growth, positioning, customer experience and cultural relevance.

    Whether supporting the launch of a new brand, the evolution of an existing one or the exploration of new opportunities, the objective is to bring clarity, challenge assumptions and help leaders make better decisions.

    Get Started

    Format

    Monthly advisory.

    Typical engagements

    1 ½ day per week to ongoing support.

    Designed for founders and leadership teams looking for a trusted sparring partner to get perspective, to challenge ideas, structure thinking and support key strategic decisions.

    Particularly relevant during periods of growth, transformation, repositioning or launch.

  • Executive Marketing Advisory

    Marie works as a sparring partner alongside founders, CEOs and leadership teams as a strategic advisor, helping them navigate key decisions related to brand development, growth, positioning, customer experience and cultural relevance.

    Whether supporting the launch of a new brand, the evolution of an existing one or the exploration of new opportunities, the objective is to bring clarity, challenge assumptions and help leaders make better decisions.

    Get Started

    Format

    Monthly advisory.

    Typical engagements

    1 ½ day per week to ongoing support.

    Designed for founders and leadership teams looking for a trusted sparring partner to get perspective, to challenge ideas, structure thinking and support key strategic decisions.

    Particularly relevant during periods of growth, transformation, repositioning or launch.

  • Brand Ambassadorship

    The strongest brands are not only recognised through their products, but through the people who represent them.

    Marie helps companies identify and develop credible internal voices, equipping leaders and experts to become trusted brand ambassadors.

    By combining strategy, positioning and content, she enables organizations to build authority, visibility and long-term brand influence.

    Get Started

    Format

    Workshop followed by individual coaching sessions.

    Typical engagements

    From 2 to 6 months.

    Designed for organisations wishing to develop recognised internal experts and trusted brand ambassadors who strengthen the company's reputation and visibility.

  • Brand Ambassadorship

    The strongest brands are not only recognised through their products, but through the people who represent them.

    Marie helps companies identify and develop credible internal voices, equipping leaders and experts to become trusted brand ambassadors.

    By combining strategy, positioning and content, she enables organizations to build authority, visibility and long-term brand influence.

    Get Started

    Format

    Workshop followed by individual coaching sessions.

    Typical engagements

    From 2 to 6 months.

    Designed for organisations wishing to develop recognised internal experts and trusted brand ambassadors who strengthen the company's reputation and visibility.

The Culture Therapist

The Culture Therapist is Marie's editorial platform exploring the intersection of brands, culture, behaviours and society.

Through articles, videos and analyses, she decodes the cultural forces shaping consumer behaviour, desirability and contemporary brands, from luxury and fashion to entertainment, retail and popular culture.

More than a content platform, The Culture Therapist is an ongoing field of observation, direct communication with the people who make the market, and research that informs Marie's strategic work, helping brands understand the people, tensions and cultural shifts that shape their relevance.

Industries

  • The Row

    Fashion, Luxury

  • The Row

    Fashion, Luxury

  • ProjectxParis

    Fashion

  • ProjectxParis

    Fashion

  • Biggie Group

    Communication agencies

  • Biggie Group

    Communication agencies

  • Alvadiem

    Beauty

  • Alvadiem

    Beauty

  • Dermway

    Beauty

  • Dermway

    Beauty

  • GT Designer

    Premium Food & Beverage

  • GT Designer

    Premium Food & Beverage

  • Meta

    Influence

  • Meta

    Influence

  • Euveka

    Tech

  • Euveka

    Tech

The collective

Strategy when you need clarity and a curated team when you need creation.

Depending on the nature and scope of each project, Marie collaborates with a trusted network of specialists across experience design, creative direction, content production and retail design.

This flexible model allows projects to combine strategic thinking with the right level of creative and operational expertise when required.

  • Marie

    Marketing, Brand, Culture & Strategy

    Marie

    Marketing, Brand, Culture & Strategy

    Marie

    Marketing, Brand, Culture & Strategy

    Flow

    Experience Architecture, Retail

    Flow

    Experience Architecture, Retail

    Flow

    Experience Architecture, Retail

    Juliette

    Markets, Consumer, Data, AI

    Juliette

    Markets, Consumer, Data, AI

    Juliette

    Markets, Consumer, Data, AI

FR

FR